Amazon Go faces challenge from checkout-free startup

Grocers, alarmed at Amazon.com Inc.’s rapid growth in Europe, are considering fighting back with the help of a tiny Portuguese startup.

Sensei, a 16-month-old technology company based in Lisbon that’s backed by Germany’s Metro AG and Portugal’s Sonae SGPS SA, is pitching its technology to European supermarkets as they race the e-commerce giant to open the region’s first checkoutless stores.

Sensei says three major European grocers, including a U.K. supermarket operator, have tapped its technology for stores they plan to open this year — potentially getting in ahead of Amazon. The U.S. behemoth has reportedly scouted space for its Amazon Go stores in London, but has not announced any openings.